Integrated TV, Radio, Digital and Direct Mail campaign aimed at attracting new customers to consider the brand for car and home insurance

The Co-operative Insurance is launching a multi-million advertising campaign today (Monday 01 July) to appeal to new insurance customers.

The campaign will centre on two 30 second ‘Direct Response’ TV commercials which capture life’s little moments and reflect the simple, clear and fair ethos of the brand.

It is the first time it has advertised on television since 2009, and the move is expected to attract new customers to consider taking home and car insurance with The Co-operative.

Lee Mooney, Commercial Director at The Co-operative Insurance, said: “The Co-operative Insurance has fantastic brand attributes and our research shows that consumers place our business above the competition in terms of ethics, trust and transparency.

“We have a core set of great value car and home insurance products, market-leading levels of customer advocacy and an extremely loyal customer base. This is thanks both to the integrity and heritage of the Co-operative brand and the great people we have working for us providing our compelling co-operative alternative.

“Our customers see us as fair, clear and simple to deal with whilst also being competitive on price, and we are now taking that message to a broader audience than ever before.”

The two TV commercials will separately promote the insurer’s core products - car and home insurance – and feature a number of product offers. Each advert features a string of touchingly familiar scenes which people will relate to, for example, a father flicking water from the garden hose at his young son, a woman enjoying the warmth of the evening sun on her face and a grandfather making faces at his grandson.

Lee Mooney said: “Our aim is to present the strength of our product offers and service standards with warmth and simplicity - no gimmicks. We think we can cut through the competitor noise with the clarity and honesty of our campaign by portraying everyday scenarios that people will really relate to alongside straightforward product offers.

“The campaign will show that insurance doesn’t have to be a time-consuming, stressful, confusing purchase – we keep things fair and simple so that people can just get on with the everyday things they enjoy, exemplified by the scenes in our films.”

The TV campaign runs initially for the next 3 months and will air across a mix of terrestrial and satellite channels, split across daytime and peak segments. It will also be supported by radio advertising, direct mail and digital including Video on Demand.

The campaign has been designed in conjunction with Rapp Edinburgh with production by Glasgow-based agency, MTP. The ads were directed by Alex Telfer, who has previously directed adverts for Guinness, The Scottish Government and Seven Seas’ sponsorship of ITV National Weather. The Co-operative Group’s lead Media agency PHD Rocket and digital agency Mediacom North were used to plan and buy for the media strategy.